Culinary Tourism is hot! Food is an attraction - just like a museum, and food and drink are the most overlooked components of the visitor experience. Every traveller eats and drinks, and consequently, the ubiquity of that behavior is something that travel industry marketers usually overlook, largely because we all take eating for granted. Culinary Tourism is an important new industry that weds two related but distant hospitality cousins — foodservice and tourism. Hospitality businesses have an underexplored opportunity to make a significant impression on visitors with unique and memorable dining experiences. Attend this session to find out what to do to get your slice of the pie!

Harold D. Partain, Executive Director, Epicopia/McCabe Travel Group

There probably is not a community in the world that does not have a "culinary attraction", yet how does this 'culinary attraction' position itself, and how ready for success will that culinary attraction be? Tommy Kurtz from Ascension Economic Development Corporation will talk about the economic impact the Louisiana Edible Creation Center is making as a 'shared culinary incubator!" Kelly Hamilton will discuss how she turned her passion for the New Orleans' culinary delights and history into a successful culinary tour company in one of the most notable culinary destinations in the world.

Tommy Kurtz, The Louisiana Edible Creation Center, Ascension Economic Development Corp (AEDC)
Kelly Hamilton, New Orleans Culinary History Tours

You have interesting culinary products but what is the best way to market them? How do you increase your share of local, regional or national visitors? Can food and drink be sold through e-mail and on the Web? What role does a media relations campaign play in marketing Culinary Tourism? Attend this session and learn how to create a unique competitive advantage for your business with proper culinary tourism product development.

Learning Objectives:

• How to market food and travel together.
• Assessing competition and creating a competitive advantage in your marketing strategy.
• Creating a unique selling proposition (USP).
• Data collection and privacy.
• Using research to define realistic target markets.
• Creating a successful multi-tiered marketing campaign.
• Brochure design.
• Media relations (print, radio, television, cable).
• E-mail marketing.
• Successful website design.
• Funding Culinary Tourism marketing campaigns.
• Cooperative marketing and how to get a greater return on your investment.

Chef John Folse did not begin his culinary journey in the food industry with the vision of attracting tourists to the state. In fact, in his “hungry” years as a restaurateur, he chased Greyhound buses of tourists down Highway 70 to entice them to Lafitte’s Landing for a “hot bowl of gumbo like ma mère made using ingredients inherited from Louisiana’s swamp floor pantry.”
Chef Folse parlayed his passion for Louisiana into a thriving enterprise while attracting tourists to his restaurant, manufacturing plant, culinary institute and ultimately to his state. Learn how one man built an empire by sharing Louisiana’s rich culture and cuisine with the world.

Chef John Folse, Chef John Folse & Company

What is a culinary destination and how do you go about creating one? What players are involved? We have two experts to walk you through the process. Derek Fitch brings Farmers Markets to the cities as one way to enhance that city's culinary assets. Then Bill Andrews will share the story of Viking ranges. He will explain how Viking's founder Fred Carl and his wife Margaret wished for a 'personal commercial style range' for their new home, and ended up designing their own. Learn how Viking has created and maintained a Culinary Destination in Greenwood Mississippi, with its Viking Hospitality Group: the Alluvian Hotel, Giardina's Restaurant and the Viking Cooking School.

Derek Fitch, Operations Director, Big River Economic & Agriculture Development Alliance
Bill Andrews, Director of Marketing Communications, Viking Range Corporation

Growing up in a restaurant family, it seems only natural that one would follow in their footsteps...and Dickie did...to a certain point! But he went further with his expertise, creating signature restaurants that would win award after award. This begs the question - how did he do it? By 'advertising in the yellow pages'? Not exactly. As leader of restaurant and tourism associations, listen to his message as how to attain and maintain celebrity status.

Richard J. “Dickie” Brennan, Jr, Owner, Dickie Brennan & Co.

Alaska King Crab. Vermont Maple Syrup. Idaho Potatoes. Gulf Shrimp. Oregon's Pinot Noir. All are iconic foods representing their lands of origin, but what part do they play in Regional Branding? Ewell Smith explains the importance of incorporating local foods into the branding process of a region. Inspiring and most informative is this session for your business, or for your destination.

Ewell Smith, Louisiana Seafood Promotion & Marketing Board

Expanding traditional tourism focus to include culinary events can highlight your community as a year-round destination for the upscale traveler. The multi-sensory experience of gourmet foods, fine wines and picturesque setting creates a memorable link to your destination - and a good source of tourism revenue into the shoulder season and beyond. Culinary tourism is a growing trend -capturing a sought-after demographic, showcasing local restaurants and vendors, filling hotel rooms, and ultimately contributing to your community’s bottom line.

J Gary Ellis, Compass Marketing

For two years, the Atlanta Wine School (AWS) has provided a continuous learning experience with renowned international speakers for consumers and the trade. The AWS is the only wine appreciation and education institution in the Southeast for consumers. Since its inception, nearly 2,000 students have enrolled in classes. In 'From Bunny Slippers to Board Rooms,' Michael Bryan tells the story of how this Culinary Tourism attraction went from an idea to a $300,000 a year business....without ever 'selling' a bottle of wine!

Michael Bryan, Executive Director, Atlanta Wine School